Your About Us page is often one of the most visited pages on your entire website. Customers want to know who is behind the business, especially in local services where trust is everything. A well-written About Us page can be the deciding factor between someone picking up the phone to call you or clicking away to a competitor.
Despite its importance, the About Us page is one of the most commonly neglected. Many businesses treat it as an afterthought, filling it with dry facts and corporate-sounding language. Here's how to write one that actually connects with your customers and drives business.
Start with Your Why, Not Your What
Don't begin with "We are a family-run plumbing business established in 2015." Instead, start with the story of why you do what you do. What motivated you to start your business? What problem were you trying to solve? What passion drives you?
For example: "After 15 years working for large plumbing companies, I was frustrated by how often customers were overcharged and underserved. I started Smith Plumbing because I believed local homeowners deserved honest prices and reliable service — the kind of service I'd want for my own home."
This approach immediately humanises your business and creates an emotional connection. People buy from people, not from faceless companies.
Show Your Face
Include a professional but approachable photo of yourself or your team. People trust businesses more when they can see the people behind them. A friendly, genuine photo builds rapport before you've even met.
Avoid overly posed corporate headshots. Instead, consider a photo of you at work, on a job site, or in your shop. Authenticity resonates more than polish. If you have a team, include a group photo — it shows customers there's a real operation behind the website.
Highlight Your Qualifications and Experience
After connecting on a personal level, reassure visitors with your credentials. List relevant qualifications, accreditations, and industry memberships. Mention years of experience, number of completed projects, and any specialisations. This section builds confidence in your technical ability and professionalism.
Specific numbers are powerful. "Over 2,000 boilers installed across Leeds" is more impressive than "extensive experience in boiler installation." Quantify your experience wherever possible to make your claims concrete and believable.
Embed Your Local Connection
For local businesses, emphasising your connection to the community is incredibly powerful. Mention the specific areas you serve, local projects you're proud of, and your involvement in the community. If you sponsor a local football team, volunteer at community events, or have served the same neighbourhood for decades, say so.
This local connection creates a sense of shared identity with your customers. They're not just hiring a business — they're supporting a neighbour.
Include Social Proof
Your About Us page is a perfect place to weave in customer testimonials. A quote from a satisfied customer acts as a third-party endorsement that validates everything you've said about yourself. Choose testimonials that speak to your character and reliability, not just the quality of your work.
If you have notable achievements — awards, media features, or high-profile clients — mention them here. These social proof elements add credibility without appearing boastful when woven naturally into your story.
End with a Clear Call to Action
Many About Us pages just... end. No next step, no invitation to take action. This is a missed opportunity. After reading your story and feeling a connection with your business, the visitor needs to know what to do next. End with a warm invitation: "We'd love to help with your next project. Give us a call on [number] or fill in our quick enquiry form — we'll get back to you within the hour."
This seamless transition from storytelling to action keeps the momentum going and converts engaged readers into real leads.
Keep It Updated
Your About Us page should evolve with your business. Update it as you hit new milestones, earn new qualifications, or expand your team. A page that references events from five years ago can make your business seem stagnant. Regular updates keep it fresh, relevant, and reflective of who you are today.
